Smartcasual.com, a start-up men's
clothing e-tailer, on Wednesday chose Doublespace to help it create its
brand strategy and identity, as well as the user interface for its Web site.

Doublespace, a 21-year-old agency that has recently shifted its focus to
the Internet, is also incubating the fledgling online retailer. Although
the companies aren't revealing financial details, they say this
relationship makes the agency smartcasual.com's largest institutional
investor.

Doublespace is helping smartcasual.com target Generation X, positioning the
site as the "hip place for men to shop online for casual clothes for work."

"Doublespace's brand experience was perfectly suited to build
smartcasual.com's digital business," said Jesse Stein, smartcasual.com's
vice president of marketing.
"We wanted to design incentives, so Doublespace would feel it had a real
stake in the company," said Jesse Stein, smartcasual.com's vice president
of marketing.

Doublespace is helping smartcasual.com target Generation X, positioning the
site as the "hip place for men to shop online for casual clothes for work."